DC has had success over the years buying characters from companies that are either no longer around or being used.
Shazam/Captain Marvel probably being the most lucrative for them, and the Charlton characters have definitly earned their keep if you take into account that The Watchmen derived from Alan Moore's Charlton character proposal.
What "!mpact" do you think The Red Circle and Milestone chartacters will have on the DCU? The addition of Static alone would seem to be worth it given his profile outside of comics with a popular animated series which had a sizable kids audience.
At what point do you think Wildstorm will throw in the towel in their own seperate universe and start having the The Wildcats, Authority, Gen 13 et al brought into the mainline DCU in yet another Crisis "event".